The Client Goal
SCCA Proton Therapy Center is a specialized cancer treatment center in Seattle. Their goal was to educate physicians about proton beam therapy, a high-precision form of radiation that minimizes the exposure of surrounding tissue. Many physicians have expressed suspicion about the efficacy of proton beam therapy in comparison to traditional radiation, so SCCA wanted a piece of visual content that would explain to physicians why such therapy is in the best interest of patients, and why it’s worthwhile to refer patients to out-of-network centers in order to get this type of treatment. To accomplish this, they were looking for a long-scroll, web-optimized infographic that also could be easily adapted for print and social media. The style needed to communicate professionalism and thought leadership.
The resulting infographic employed a bright, reassuring color palette and a clean, minimalist illustration style that quickly communicates each of the advantages of proton beam therapy without having to read a word. The infographic strikes a careful balance between visuals and text, and the content includes source citation and insights from particular studies — information that’s essential for convincing the infographic’s target audience of physicians. Outlining all the evidence for proton therapy and focusing just on the most important studies ensured that readers would walk away with enough information to make a clear, informed decision.
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